Owner Didem Arici of Branford set out to, “create an environment where people would come and feel special. The first thing in retail is to make the client happy and feel comfortable.”

Originally from Turkey, Arici moved to the United States 10 years ago and worked as a visual merchandiser for several large retailers. With a professional background in landscape architecture, it was her creative eye that guided the eye-catching displays of local Lord & Taylor, IKEA, and Sears stores. After many years of providing expertise to others, it was a dream come true to open her very own boutique.

The store’s name is truly a reflection of Arici’s own elegant, personal style. In fact, the words, “So Chic,” expresses her love of fashion that it was a natural fit for the name of her new business. She believes that while women can dress casually for comfort, their clothing and accessories can still be interesting and beautiful.

“I wanted to bring a different concept to the Shoreline and offer women of any age unique, sophisticated, comfortable clothing with affordable prices.” Arici buys a substantial amount of her merchandise from L.A., which is currently enjoying a burgeoning fashion market with a talented group of designers now calling it home. Arici carries apparel from the West Coast to offer her customers’ distinctive clothing not readily found on the Shoreline. So Chic offers a mixture of junior fashion forward to more classic styles (but never boring) - something for every customer.